In a study of 50 nonprofits and 2 million contributors detailed by Fundraiser123.org, as much as 70 percent of nonprofits had not followed up with contributors a month after their donation. Thirty-seven percent never even emailed a thank-you at all.
When your nonprofit sends a timely thank-you, it stands out in a compelling way. It also motivates contributors to develop a bond with your organization.
According to NonprofitMarketingGuide.com, 65 percent of first-time contributors never give a nonprofit a second donation. However, 80 percent of those one-time contributors said a prompt thank-you could have persuaded them to give again.
Those two simple words, “thank you,” are very powerful. But it’s not enough to know the value of a thank-you. How you thank contributors matters, too.
Here are some tips to make sure your thank-you’s to contributors resonates.
- Send a card
When selecting stationery for a thank you note, get away from the organization’s letter template and opt for a card instead—it implies a personal message instead of a business one.
- Use the person’s name
This is another important way to be personal with your message. Avoid blanket terms like “donor” or “friend,” and use contributors’ names instead to show people that they matter to you.
- Show the impact
In your note, briefly share a success story or recent accomplishment the organization has reached to show how the person’s donation is making a difference. Put the spotlight on the contributor—they have made this accomplishment possible.
- Extend an invitation
Encourage the contributor to get more involved by inviting them to an upcoming free event or for a tour of the organization’s work site—but avoid anything that involves additional donations. You could also encourage them to follow you on social media.
- Acknowledge past gifts
If a contributor has a history of giving to your organization, be sure to recognize that. It can be as simple as thanking the contributor for another gift, or you can get creative and show how the person’s cumulative donations have added up for a greater positive impact.
- Sign from a specific staff member
Sending a thank-you from an individual in a leadership position at the organization makes the note personal.
Saying “thank you” to contributors matters—and so does how you say it. To keep contributors motivated to support your cause long-term, send prompt, personal thank-yous within a month of every donation. It’s not just a matter of savvy business practices—it’s also the polite and kind thing to do.